Price starts at $179

Apple has some catching up to do in the streaming wars, and today's announcement of the latest Apple TV firmly positions it as. a way to watch 4K videos through iTunes.

Apple also confirmed that 4K content on iTunes will cost exactly the same as its HD equivalents, and that anyone who's already bought HD films and shows will have them automatically upgraded to 4K for free.

Apple is also bringing live sports to Apple TV with this new set-top box.

Apple TV 4K will be available on September 15th at a price tag of $179.

Apple has brought in nice little touches for avid Apple TV users. I think the Apple TV 4K will still be the best of the lot, but it's not worth almost double the asking price of the others.

With the new Apple TV 4K, the company is boasting Dolby Vision and HDR10. Both the variants will be available starting from September while the shipping starts from September 22. It'll cost $172 for the base model with 32GB of storage or $199 for the upgrade to 64GB of storage. It can handle 4K video, is packing 3 GB RAM and supports HDR 10 for all of your high dynamic range colour needs. With more 4K content available than ever before from providers like Netflix, Hulu, and Amazon Prime Video (which will be debuting its own Apple TV app soon), the time was ripe for an Apple TV revision.

Cupertino-based tech giant Apple on Wednesday announced the launch of its next-generation streaming device with 4K Ultra HD resolution, called the "Apple TV 4K" at its annual iPhone launch event at the Steve Jobs Theatre in in Apple Campus, Cupertino. Apple says two technologies drive the Apple TV 4K - picture quality and HDR. Since then, the market for Internet-connected set-top boxes has heated up. "The CPU performance is more than twcise as fast as the current Apple TV and graphics are more than four times faster".

But Apple is hoping to make Apple TV more than just a device for streaming movies to televisions, pushing the ability to share photos and videos from your iPhone and iPad and the potential as a hub for the smart home.

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